Brad Pitt is so obsessed with the environment. Today he announced his latest save-the-world deal: He’s teaming up with Kiehl’s to raise money for JPF Eco Systems, an environmental charity he created with the beauty company. This October, when Kiehl’s launches its Aloe Vera Biodegradable Liquid Body Cleanser ($16.50) — made of 100 percent biodegradable ingredients — 100 percent of profits are going to the charity, which is expected to raise more than $1 million. And Pitt’s Make It Right organization is lined up as the first beneficiary of JPF. You know, the one we’ve seen him working on in New Orleans to rebuild the city. Aw.
Only there’s a catch. His name won’t be on the bottle, and he won’t appear on ads. Unlike the hordes of other celebrity promotions we see (and too many to name here), he’ll be behind the scenes, not screaming at you to reuse, renew, and recycle through a store cardboard cutout. (That wouldn’t be very ecofriendly, now would it?) The way Kiehl’s framed his promotion is more as a partner than a spokesperson. In fact, the most they got from him was his handwriting, which is reproduced on the bottle. Fine. In the name of Brad Pitt, we’ll take what we can get. Even if it’s scribble.